Search Intent: Ditch 2016 Tactics, Boost Your Marketing

Is Your Marketing Stuck in 2016? Why Search Intent Matters More Than Ever

Are you still chasing keyword rankings, only to see your website traffic flatline? You’re not alone. Many marketers are waking up to the fact that ranking for a keyword is meaningless if it doesn’t align with what users actually want. That’s why search intent needs to be the foundation of your marketing strategy. But how do you actually do that?

For years, the mantra was simple: find the right keywords, stuff them into your content, and watch the traffic roll in. I remember back in 2018, I was working with a local law firm here in Atlanta. They wanted to rank for “personal injury lawyer.” So we did everything “right”: optimized their website, built backlinks, and even ran some Google Ads campaigns. We got them to rank on the first page for that term, but their phone barely rang. What went wrong?

What Went Wrong First: Keyword Obsession

We were so focused on the keyword that we completely ignored the intent. Someone searching for “personal injury lawyer” could be looking for a dozen different things:

• Information about personal injury law in Georgia
• A directory of lawyers in Fulton County
• Reviews of specific attorneys
• A free consultation

Our content was a generic overview of the firm’s services. It didn’t directly address any specific need or question. It was like shouting into a crowded room and expecting everyone to listen.

The Solution: Understanding and Targeting Search Intent

The solution, as we discovered, was to understand and target search intent. This means figuring out why someone is searching for a particular term and then creating content that directly satisfies that need. There are generally four types of search intent:

• Informational: The user is looking for information on a specific topic.
• Navigational: The user wants to find a specific website or page.
• Transactional: The user is ready to make a purchase.
• Commercial Investigation: The user is comparing options before making a purchase.

How do you figure out the intent behind a keyword? Here’s a step-by-step process:

1. Analyze the Search Results: Start by Googling the keyword yourself. What types of pages are ranking on the first page? Are they blog posts, product pages, or directories? This will give you a good indication of the dominant search intent. For example, if you search for “best running shoes,” you’ll likely see a mix of listicles, reviews, and product pages. This suggests a commercial investigation intent.
2. Use Keyword Research Tools: Tools like Semrush and Ahrefs can help you analyze the search results and identify the dominant search intent for a keyword. They can also provide insights into related keywords and questions that people are asking.
3. Consider the User’s Journey: Think about the user’s journey. What are they likely to be thinking and feeling when they search for this keyword? What problem are they trying to solve?
4. Look at “People Also Ask”: The “People Also Ask” box in Google’s search results is a goldmine of information about search intent. These are questions that people are actually asking related to your keyword.
5. Google Search Console is your friend. Once you have content live, use Google Search Console to see the actual queries that are driving traffic to your pages. Are they what you expected? If not, it’s time to revisit your content.

Step-by-Step: Putting Search Intent into Action

Okay, so you understand search intent. Now what? Here’s how to put it into action:

1. Refine Your Keyword Strategy: Ditch the broad, generic keywords and focus on more specific, intent-driven phrases. Instead of “personal injury lawyer,” try “car accident lawyer Atlanta” or “slip and fall attorney Fulton County.”
2. Create Targeted Content: Develop content that directly addresses the user’s intent. If they’re looking for information, create a comprehensive blog post or guide. If they’re ready to make a purchase, create a compelling product page.
3. Optimize Your Content: Optimize your content for the specific intent. Use relevant keywords in your titles, headings, and body text. Make sure your content is easy to read and provides clear, concise answers to the user’s questions.
4. Match the Format to the Intent: Google is pretty good at figuring out what format searchers prefer for a given query. If you see mostly list posts ranking, create a list post. If you see mostly video results, consider creating a video.
5. Don’t Forget About Local Intent: If you’re targeting local customers, make sure to include your city and state in your keywords and content. Claim and optimize your Google Business Profile.

The Results: A Real-World Example

Let’s go back to that Atlanta law firm. After we shifted our focus to search intent, we completely revamped their content strategy.

• We created a series of blog posts answering common questions about personal injury law in Georgia (e.g., “What to do after a car accident in Atlanta?”, “How long do I have to file a personal injury claim in Georgia?”).
• We optimized their website for local keywords like “car accident lawyer Atlanta” and “slip and fall attorney Fulton County.”
• We created a dedicated landing page for each type of personal injury case they handled.

Within three months, their website traffic increased by 75%. More importantly, their phone calls from qualified leads increased by 120%. They weren’t just ranking for keywords; they were attracting customers who were actively looking for their services. It’s not just about traffic, it’s about the right traffic. We even saw a significant improvement in their conversion rates. People who landed on their website were more likely to fill out a contact form or call the office. Why? Because we were giving them exactly what they were looking for.

Here’s what nobody tells you: this takes time. You can’t just flip a switch and expect to see results overnight. You need to be patient, persistent, and willing to experiment. But the payoff is worth it. If you are looking to improve your marketing authority, it takes time to build.

Beyond the Basics: Advanced Search Intent Strategies

Once you’ve mastered the basics of search intent, you can start to explore more advanced strategies:

• Create Content for Every Stage of the Buyer’s Journey: Target different search intents at each stage of the buyer’s journey. For example, someone in the awareness stage might be searching for “what is personal injury law?” while someone in the decision stage might be searching for “best personal injury lawyer Atlanta.”
• Use Structured Data Markup: Structured data markup helps Google understand the content on your pages and display it in rich snippets in the search results. This can improve your click-through rates and attract more qualified traffic.
• Monitor Your Competitors: Keep an eye on what your competitors are doing. What keywords are they targeting? What types of content are they creating? This can give you valuable insights into search intent and help you identify opportunities to outrank them.
• Don’t neglect video: Video is becoming increasingly important for SEO. Consider creating videos that answer common questions or demonstrate your products or services. According to a Nielsen report, video accounts for over 30% of all online time.
• Always be testing. What works today might not work tomorrow. Continuously test different content formats, headlines, and calls to action to see what resonates best with your audience.

I had a client last year who was convinced that their audience only wanted to read long-form blog posts. We convinced them to try creating some short videos, and they were blown away by the results. Their video views skyrocketed, and they saw a significant increase in leads. Furthermore, understanding your audience is key to creating content that converts and ranks, which is the core of answer engine optimization.

The Future of Search Intent

As search engines become more sophisticated, search intent will only become more important. Google’s BERT update, released in 2019, was a major step towards understanding the nuances of human language. And with the rise of AI-powered search, the ability to understand and respond to search intent will be critical for success. This also ties into the concept of semantic SEO, which focuses on understanding the meaning behind search queries.

Are you ready to embrace the power of search intent? It’s time to stop chasing keywords and start focusing on what your customers actually want. Also, don’t forget to consider voice search optimization as part of your overall strategy.

Stop guessing what your audience wants. Start listening. By focusing relentlessly on search intent, you’ll attract more qualified traffic, generate more leads, and ultimately, grow your business.

Stop obsessing over rankings and start focusing on satisfying your audience. By prioritizing search intent, you’ll build a marketing strategy that delivers real, measurable results. Go analyze the top 3 pages ranking for your core keyword and ask yourself: what are they doing that I’m not? Then, go do that.